Apple users concentrated in few occupations

Apples are disproportionately concentrated in a handful of occupations. Nearly three-fourths (71%) of adults using Apples purchased by employers or in self-employment fall into only five occupational categories:

  • Teacher – 20%
  • Artist/Designer/Performer – 16%
  • Management – 16%
  • Clerical – 13%
  • Consultant – 6%

By comparison, these five occupations only make up 38% of adults using Windows Work PCs.

These key Apple occupational groups are critical to Apple, because in addition to making up a large part of Apple’s user base, they are also strongholds for Apple. Apple’s two largest occupational categories, in particular, besides making up a large share of Apple’s users, also have a high percentage of that occupation’s number who use Apples. Among Teachers, Apples are used by nearly one in five (19%) adults. Among Artists/Designers/Performers, Apple’s share is over one in three (35%) adults.


This information is released from the Apple Profile Report, a Technology User Profile solution from MetaFacts. It is based on recent survey-based research, reporting directly from a representative sample of actual users. The Apple Profile Report is available for immediate purchase through the online store at the MetaFacts website –

Other findings in the Apple Profile Report include:

  • The life of the Apple computer, longer or shorter?
  • How Apple computers are used distinctly from Windows PCs
  • Apple’s retail footprint – success and failure
  • Apple users concentrated in few occupations
  • Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge
  • Why a cybercafé survey might fool you
  • Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?
  • Apple loyalty – still faithful?
  • The halo effect – has the iPod changed Apple’s PC business?
  • Just how more creative are Apple’s users than the Windows crowd?
  • Apple’s most-connected – broadband households
  • Apple & the future digital home?
  • Apple’s future – who is Apple attracting?

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Broadband, Digital Imaging, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up at for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300 or


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Filed under Households, Market Research, TUP 2008